Nike - Strategic Management

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NIKE

Vision, Mission, Objectives, and Resources & Capabilities of NIKE Rooster & Hens Consulting Group

Nike Inc. is an American multinational corporation engaged in athletic footwear, apparel, equipment and accessories. Nike Inc. was incorporated in 1968 by the laws of the state of Oregon. As we speak, Nike Inc. is the largest seller of athletic footwear and athletic apparel, represented in over 170 countries in the world (Nikeinc.com 2013).

Vision
NIKE, Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. Nikes vision does not take a forward-looking approach, but by applying this as their vision we can assume that this is a marketing position that Nike will strive towards. Further on we see a comprehensive vision that gives the organization a clear view of how they see themselves today, and that also serve as a reference point for future strategic decisions (Arthur et al 2013) (Nikeinc.com 2013).

Mission
To bring inspiration and innovation to every athlete in the world *If you have a body, you are an athlete. Nikes mission gives a clear view on what they want, and what their intentions are. They have also identified their costumer group (Body=Athlete) (Arthur et al 2013) (Nikeinc.com 2013).

Stakeholders
Nike’s stakeholders include the civil society, the industry they are operating in, the government, their consumers and the company’s shareholders. Each of the partnerships is governed agreements, contracts and/or operating principles. The company’s recent focus on CSR is a part of Nike’s strategy to gain competitive advantage (Nikebiz.com 2013) (Nikeresponsibility.com. 2013).

Objectives                       
Nike has set their objectives by transforming their vision and mission into specific performance targets. Although they have one overarching long-term objective, or target, to decouple profitable growth from constrained resources, Nike has a number of smaller...
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